Bigger isn’t always better… at least when it comes to agency size.
In a mature market like Singapore, the PR and comms landscape is constantly evolving. In recent years, we’ve seen more brands turn to boutique agencies instead of opting for the default route of playing with the big boys.
To industry outsiders, it may seem as though a large agency would be in a better position to support their clients based on size and access to resources. However, the reverse is often true – it’s a classic David and Goliath story. While big names may be perceived to have more manpower and resources, they can often lack the dynamism and agility needed to effectively execute a solid communications plan.
Mid-sized and boutique agencies, on the other hand, have a number of traits that can give them a competitive edge over their larger counterparts. Their small size allows them to be nimble, adaptive and extra-attentive to the needs of their clients.
So before you reach out to the same ol’ ‘big name’ agency, here’s why going small could suit your needs better:
The most common feedback we receive from clients who have switched over from a bigger agency is that their business wasn’t getting enough attention. While this can depend on their definition of “enough”, larger agencies often have hundreds of clients, meaning teams are stretched and when newer business comes on board, that client can get passed along to the ‘B-team’. In a small agency however, there is no B-team! The same group of people you meet at the pitch meeting will be the ones dedicated to handling your project, ensuring that it gets enough love regardless of how far you are in the relationship.
We’re operating in an advanced media landscape where to truly be heard, you need to go above and beyond the expectations of your clients. Small agencies often involve even the most senior, experienced team members in the day-to-day operations. One of the first things we do when we get a client brief is to have a brainstorm with the bosses and develop a personalised approach that will actually help to drive your business goals – be it awareness, engagement or even direct leads.
The communications industry moves fast, and brands that want to make a splash by riding on key trends need a team that can take prompt action. This is often easier in a smaller agency with a flat management structure and less red tape, leading to quicker turnaround times and approvals, saving countless billable hours.
Agility & dynamism
Walking hand-in-hand with efficiency is agility, which is in abundance at a smaller agency. At Mutant, for example, rather than having strict teams for lifestyle, corporate or tech clients, we are able to pull together the best team of individuals for that particular client’s needs – and we can do this, because all our Mutants are flexible, adaptable and can handle multiple accounts across all industries.
Lower agency fees
In general, smaller agencies can charge less because they don’t have the same massive overheads that network agencies do – but keep in mind smaller agencies still need to charge fairly for their time! Good boutiques are priced fairly for a senior team – although this will always end up cheaper than larger agencies – and clients need to evaluate the fees provided against the senior counsel they’re getting.
A positive workspace directly contributes to better results for clients. As clichéd as it sounds, there’s no denying smaller agencies often foster a better working culture. That doesn’t just mean after-work drinks or fancy perks – we’re talking about a team with a collaborative attitude, mutual trust in each other’s skills and a shared passion to drive results. This is something that we Mutants personally believe in and always try to embody, and it’s the driving force for our success.
In summary, we get to know your business on a personal level, drive stronger results and are great to work with! While a larger agency might still be the right fit for you, why not reach out and see how we could truly help your business?
If you were convinced by what we had to say about smaller agencies, why not work with one? You know where to find us: [email protected]